Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Iab 22 May 2009

849 views

Published on

Published in: Business, Technology
  • Be the first to comment

Iab 22 May 2009

  1. 1. Overview of the UK online Kieron Matthews – Marketing Director
  2. 2. What I’d like to cover <ul><li>Overview of the market </li></ul><ul><li>Thoughts on how the market might develop </li></ul><ul><li>Some trends </li></ul><ul><li>Q&A </li></ul>
  3. 3. 1. Overview of the market
  4. 4. Market has changed dramatically <ul><li>2008 </li></ul><ul><li>Optimism </li></ul><ul><li>Confidence </li></ul><ul><li>Integrated </li></ul><ul><li>Collaborative </li></ul><ul><li>Investment </li></ul><ul><li>Growth </li></ul><ul><li>Innovation </li></ul><ul><li>2009 </li></ul><ul><li>Nervousness </li></ul><ul><li>Cut backs </li></ul><ul><li>Re-evaluation </li></ul><ul><li>Accountability </li></ul><ul><li>Media vs media </li></ul><ul><li>Caution </li></ul><ul><li>Regression </li></ul>
  5. 5. Market down
  6. 6. Markets in crisis
  7. 7. Disappeared from the High Street
  8. 8. Shoppers find convenience and value online
  9. 10. Nostalgia <ul><li>The term nostalgia describes a longing for the past, often in idealized form.[1] The word is made up of two Greek roots (νόστος nostos &quot;returning home&quot;, and άλγος algos &quot;pain&quot;), to refer to &quot;the pain a sick person feels because he wishes to return to his native home, and fears never to see it again&quot;. </li></ul><ul><li>“ In a time of anxiety, people are seeking out brands they’re comfortable with and they can trust,” said Ric Hendee, vice president for marketing services at Cotton Inc. in New York. </li></ul>
  10. 11. Looking back
  11. 13. Even my kids
  12. 14. Retrench to traditional products +41% +20% +20% +11% +18%
  13. 15. <ul><li>In uncertain times …… </li></ul><ul><li>… .when budgets are being slashed </li></ul><ul><li>… ..Marketing has to be accountable </li></ul>
  14. 16. <ul><li>This is the first recession </li></ul><ul><li>since the internet has become a </li></ul><ul><li>mass medium…….. </li></ul>
  15. 17. Where were we this time last year?.. <ul><li>2007 was a landmark year for online with ad spend reaching £2.8bn </li></ul><ul><li>The medium grew by 38% from £2.0bn in 2006 </li></ul><ul><li>Online overtook press classifieds and regional newspapers </li></ul><ul><li>Our revised 2008 forecast was £3.2 - £3.3bn … </li></ul>
  16. 18. Number of internet users in the UK Source: NRS UKOM: Jul-Dec 2008; Jul-Dec 2007 *Internet World Stats 66% UK Pop 71% UK Pop 37% Online Pop 44% Online Pop Internet users going online more than once a day Number of people online Ireland - 3.4 million internet users* NI - 1 million internet users*
  17. 19. 2 thirds of broadband services are now above 2 MB Base: All who know speed of broadband connection at home. Q: Do you know the connection speed of your home broadband package? (Nov 06; Nov 07; Nov 08) Source: BMRB Internet Monitor Nov 2006; Nov 2007; Nov 2008 48% of home broadband users have used wireless broadband at home in the last month (Nov 2008)
  18. 20. Weekdays Saturdays Sundays Source: BMRB Internet Monitor, November 2008 Base: All Internet users aged 15+ Online second only to TV % of media time for all internet users
  19. 21. 2008 adspend figure £3,349.7m market in 2008 An increase of £537.1m year-on-year Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC
  20. 22. Total mobile advertising revenue 2008 <ul><li>£28.6m </li></ul>Source: IAB / PwC mobile display ad spend survey 2008; search spend figure derived from modelling and industry estimates
  21. 23. Mobile shows similar trend to online Online ad spend £ millions Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC Online audience (millions) £51m £153.1m £165.7m 1998 1999 2000 2001 9.4m* £28.6m *Source: Comscore 12 month average 2008 £19.4m Mobile audience and spend 2008
  22. 24. 17.1 % increase New contributions in 2008 represented £88.3m 2008 vs. 2007 on a like for like basis Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC
  23. 25. 2008 market share 19.2% (15.5% in 2007) <ul><li>% share of revenues for January to December 2008 </li></ul>Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures. Total advertising market £17.5bn
  24. 26. The market you operate in Press 47% TV 37% Outdoor 8% Radio 6% Cinema 1% Digital 1% Northern Ireland Ad spend Source: NI IPA 2008 - excludes Search
  25. 27. Online only medium showing growth in 2008 Source: PricewaterhouseCoopers / Internet Advertising Bureau, The Advertising Association / WARC: WARC estimate for directories. Total advertising market growth = -3.5% Year on year growth for 2008
  26. 28. Market Share Online’s share growth accelerates to 20% Source: PricewaterhouseCoopers / Advertising Association / Internet Advertising Bureau / WARC
  27. 29. The digital media mix The developing mix of ad products
  28. 30. The digital media mix Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures. Full year total £3,349.7m % share of revenues for the full year 2008
  29. 31. Strong growth of Search continues £m Source: Internet Advertising Bureau / PricewaterhouseCoopers
  30. 32. Industry categories
  31. 33. H1 2008: Technology leads the way Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC IAB estimates for industry sector shares are based on samples of categorised net revenue from key IAB members provided by PwC. Data excludes unclassified figures and covers 87% of online display revenues in H1 2008. NB – an immaterial amount of these figures are classifieds Based on 87% of total display ad spend
  32. 34. H2 2008: Entertainment utilises online Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC IAB estimates for industry sector shares are based on samples of categorised net revenue from key IAB members provided by PwC. Data excludes unclassified figures and covers 96% of online display revenues in H2 2008. NB – an immaterial amount of these figures are classifieds Based on 96% of total display ad spend
  33. 35. 2. Thoughts on how the market might develop
  34. 36. Forecasts for Total 2009 advertising <ul><li>Carat/Aegis Down 7% </li></ul><ul><li>Group M Down 11% </li></ul><ul><li>Enders Down 13% </li></ul><ul><li>Average forecast Down -10% </li></ul>
  35. 37. 2009 online - Feb 09 forecasting event <ul><li>Group M 2% </li></ul><ul><li>Enders 1% </li></ul>
  36. 38. Outlook for online in 2009 In the toughest year for advertising, online is forecast to hold steady and gain further share points while traditional media declines. In 2009, Flat is good!
  37. 39. 3. Some trends 5 in fact
  38. 40. Be personal
  39. 41. Nike Bootcamp – click on image
  40. 42. Behavioural targeting
  41. 43. youronlinechoices.co.uk
  42. 44. Nike Photo ID – click image
  43. 45. Be integrated
  44. 46. Integration is not matching luggage
  45. 47. Topical messages
  46. 48. Fosters – click on image
  47. 49. What to do?
  48. 50. Be social
  49. 51. O 2
  50. 52. Challenging the norms of marketing
  51. 53. Be seen
  52. 54. Google Insights Huggies Nappies Post natal
  53. 55. Nappies
  54. 56. React News
  55. 57. Pace : Search results for “scrappage” 1 week before the Budget 1 day before the Budget
  56. 58. Be innovative
  57. 59. http://www.statravelblogs.com/
  58. 60. Mobile integration – click on image
  59. 61. Trends summary <ul><li>Be less personal </li></ul><ul><li>Be integrated </li></ul><ul><li>Be social </li></ul><ul><li>Be seen </li></ul><ul><li>Be innovative </li></ul>
  60. 62. Thank you [email_address]

×